Sheboygan Buoyed By Second-Year Midwest Challenge Economic Impact

Produced by Powerboat P1 in August, the second-year Midwest Challenge generated more than $3.3 million for Sheboygan, Wis., during the three-and-a-half days the event—the fifth stop of the American Power Boat Association Offshore National Championship Series and third stop of the Class 1 World Championship—took over the waterfront city.

Between out-of-state visitors and Wisconsinites, more than 21,000 people came to Sheboygan for the event.

For the second year in a row, the Midwest Challenge delivered an economic boon to Sheboygan, Wis. Photo by Jeff Helmkamp copyright Helmkamp Photos.

Visit Sheboygan, the city’s tourism board, provided the numbers based on surveys conducted with local lodging properties, crowd counts during the race, as well as feedback from hospitality businesses. The data was compiled using per-person spending estimates provided by the Wisconsin State Department of Tourism.

All of the information was included in a press release today from the Powerboat P1 group.

“We are incredibly proud to see the Midwest Challenge return for its second year and make such a tremendous economic impact on our community,” said Ryan Sorenson, the mayor of Sheboygan, in the release. “Events like this bring exciting, world-class sports to Sheboygan and provide a platform for our local businesses, artisans, and hospitality industry to shine on a global stage.”

In its inaugural year, the Midwest Challenge was part of Wisconsin-based Mercury Racing’s 50th Anniversary celebration. As such, the 2023 event attracted 36,930 attendees and generated more than $4.6 million in visitor spending, both of which are significantly higher than this year’s metrics. But without a milestone event to promote, Mercury Racing’s marketing efforts were not as robust as those made for the 2023 Sheboygan races.

Added Mayor Sorenson, “This year’s success highlights the growing appeal of Sheboygan as a premier destination for tourists and sports enthusiasts. We’re excited to build on this momentum and welcome even more visitors to experience everything that makes Sheboygan special.”

Though the dates have not been finalized, the third annual Midwest Challenge will return in 2025.